Lilly ICOS

Company: Eli Lilly and Company, Indianapolis, IN
Company Division/Group: Lilly ICOS
Company Description: Lilly ICOS is a 50/50 joint venture between Eli Lilly and Company and the ICOS Corporation founded to develop and market Cialis, a PDE 5 inhibitor used for the treated of erectile dysfunction.
Nomination Category: Team Awards Categories
Nomination Sub Category: Best Marketing Team

Nomination Title: Lilly ICOS Cialis Marketing Team

   1. Tell the story about what this nominated team achieved in 2004 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

In 1998 the joint-venture Lilly ICOS was founded to develop and launch Cialis
(tadalafil) for the treatment of erectile dysfunction. The Lilly ICOS Marketing
team recognized that the challenge was a significant one, taking on the most well-
known pharmaceutical brand in the world, Viagra, along with the marketing
powerhouse of Pfizer.

The first task was to try to fully understand the consumers and prescribers of ED
drugs, and the team quickly realized that despite the great success of Viagra
there was clearly some dissatisfaction with the product. Research told the team
that the duration of effect of Cialis could be the differentiator. Consumers seemed
to like the idea that, compared to Viagra's 4 hour duration, the up to 36 hours
duration of effect of Cialis offered greater freedom to choose the moment at which
a man and his partner had sexual intercourse. Fuelled with that insight the
team set about developing a very different brand, one that personified relaxation
and revitalization. In addition, this brand should translate both here in the US
and globally.

In early 2003 Cialis was launched outside the US and at Thanksgiving here in the
US. The uptake was unprecedented for the industry, with shares outside the US
reaching 20-30% very quickly. After debuting with physicians, the brand was
launched to consumers at the SuperBowl with the first fully indicated ED ad. In
fact, awareness of the brand with consumers raced to over 50% as the number of
press stories reached over 400 between the teaser ad at the NFL Conference
Championship games and the SuperBowl itself.

The Lilly ICOS Team has been a center for innovation, with initiatives targeted
at themes and events that provide equity and associations compatible with
elements of the brand's character such as relaxation and revitalization. The best
examples are the collaboration the PGA Tour and the Music for 2 campaign
launched globally. The team has also been bold, offering the Cialis Promise
program, an initiative which gives US consumers the chance to try the brand and
pay a sample of another brand if they preferred it. So far 92% of consumers have
chosen Cialis.

To date the Lilly ICOS has clearly made great strides towards its goal of catching
Viagra. In 2004 market shares around the world range from 20-50%, and continue
to grow. Here in the US, at the end of Cialis' first full year on the market the
brand already holds 20% share. Revenues in 2004 will reach $550-600M, a great start for a team taking on a brand as well known as Viagra.

   2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: List each link on a separate line, begin each link with http://, and enclose each link in square brackets; for example, [http://www.website.com]:

US Website containing the Cialis Promise http://www.cialis.com/
UK Music for 2 website http://www.musicfor2.co.uk/
Lilly ICOS and its connection to the PGA http://www.cialiswesternopen.com/
Time Magazine Coolest Invention
http://www.time.com/time/2003/inventions/invcialis.html
Cialis SuperBowl coverage and web activity generated
http://www.usatoday.com/money/industries/technology/2004-02-10-sbweb_x.htm
Latest Cialis Performance http://www.corporate-ir.net/ireye/ir_site.zhtml?ticker=ICOS&script=410&layout=0&item_id=633982

'A Promising first Year' Forbes
http://www.forbes.com/prnewswire/feeds/prnewswire/2004/12/03/prnewswire200412
030001PR_NEWS_B_MWT_DE_DEF003.html

   3. Provide a brief (up to 100 words) biography about the leader(s) of this nominated team:

Dr John Bamforth - Global Marketing Director- A 15 year veteran of Lilly's
marketing organization. Spent 11 years launching Lilly's brands in the UK before
moving to the US to work on Zyprexa, Lilly's $4 billion blockbuster.

Mr Leonard Blum - VP Sales and Marketing - Moved from general management at
Merck to launch Cialis for the ICOS Corporation

Mr Matt Beebe - US Marketing Director - Has spent 19 years at Lilly in various
sales and marketing roles including launching both Cialis and the
diabetes product, Actos.